I’ve been thinking about age this week because it seems I’m too old to be considered relevant in today’s society.
Two weeks ago, A&E, owned by Walt Disney Co. and Hearst, canceled Longmire. It was a crime drama based upon the Walt Longmire mystery series written by best-selling author Craig Johnson. It just finished its third season and was the second most popular show on cable television.
Why was it cancelled? The fans are too old. The advertisers are only interested in marketing to the 18-49 demographic.
Apparently they forgot that those of us now over 60 were the ones who purchased the first cell phones, computers, game systems, music players, cars and paid for college tuition, weddings, and thousands of holiday gifts for those 18-49 year olds and their families.
They must have also not read some of the points Nancy Shonka Padberg covered in an August 2012 article for MediaPost about marketing to Baby Boomers.
- Baby Boomers number close to 80 million
- They control 70% of the disposable income in the United States
- Those over 50 spend $7 billion on-line annually
- Women ages 45+ make 80% of the household decisions
I find this topic especially interesting since I spent my professional career in Human Resources fighting all types of discrimination. Now I find myself on the other side of the table because so much of society is obsessed with those under 49.
Will they be successful shopping Longmire to another network? I don’t know. But in the meantime, I want to make sure my dissatisfaction is duly noted. After all no one would expect any less of someone of my advanced age. 🙂